Communications programs have a way of growing.
A business creates a Facebook page. Then comes Instagram, LinkedIn and TikTok. Someone suggests a monthly newsletter. A blog is added to help with search visibility. Online reviews need attention. YouTube videos become more important. Meanwhile, the website needs updating, customers need information and employees need to know what’s happening.
Each activity may have been added for a good reason. But when was the last time someone stepped back and asked whether all of it still makes sense?
Businesses change. Their customers change. Staffing changes. Priorities shift. The communications plan that worked a few years ago may not be the right one today.
That’s why it’s worth periodically asking a simple question: Does your communications strategy still fit your business?
A content calendar isn’t a communications strategy
It’s easy to equate communications with the things we produce: social media posts, newsletters, blogs, videos, ads and brochures.
Those are tactics. Strategy comes first.
A communications strategy should identify what the organization is trying to accomplish, who it needs to reach, what those audiences need to know and which channels are best suited to reach them.
For example, a Bellingham business focused on customer retention may get more value from improving its email communications and customer follow-up than increasing its social media output. An employer struggling to recruit may need stronger careers content, employee stories and recruitment messaging. An organization undergoing significant change may need to prioritize internal communications and reputation management.
The right communications mix depends on the business objective.
Look at what you’re doing, and why
A communications review doesn’t necessarily mean adding something new. In fact, one of the most useful questions may be: What can we stop doing?
Look at the communications activities that consume staff time and budget. For each one, ask what purpose it serves.
Who are we trying to reach? What do we want them to know or do? Is this the right way to reach them? Is the effort proportionate to its value?
Social media deserves the same scrutiny. Maintaining an active, professional presence can support visibility, credibility and brand awareness. But that doesn’t automatically mean every business needs to post every day, produce frequent videos or be active on every platform.
The same applies to newsletters, blogs, advertising, printed materials and other communications tools. Continuing something because “we’ve always done it” isn’t a strategy.
Put your resources behind your priorities
For a Whatcom County small business or organization without an in-house communications team, capacity matters. Every hour spent creating content is an hour that can’t be spent somewhere else.
That makes prioritization especially important.
Maybe the website needs more attention because prospective customers use it to evaluate your services. Perhaps an email list deserves more investment because it provides direct access to customers and supporters. Maybe online reviews are influencing purchasing decisions and nobody is actively acquiring or managing them.
Or perhaps social media really is where your organization should put more resources.
The answer isn’t the same for every business.
The important thing is to make that decision intentionally.
A good communications strategy doesn’t require your organization to be everywhere or do everything. It identifies the audiences, messages and channels that matter to your goals, then helps you put your limited resources where they can do the most useful work.
Sometimes improving your communications doesn’t start by asking, “What should we create next?”
It starts by asking, “Why are we doing what we’re doing now?”
